Against H&M and Zara, Primark May Face Limited Brand Awareness in U.S. Launch

The Boston Globe

03 March 2015

Reflecting on how Primark will soon open its first U.S. store in Boston, Brian Ehrig, Kurt Salmon retail strategist, spoke with The Boston Globe about the company’s limited U.S. brand awareness. “If you compare [Primark] to H&M and Zara, those companies launch more new stores every year than Primark has total,” Ehrig noted. He added that customers should not expect the new Primark store to be anything like Filene’s Basement, its retail predecessor downtown.